Harnessing the Power of Influence

Harnessing

the

Power of Influence

Confidential 3/22/11

Today you’ll learn:

Surprise! You’re a Publisher!

Relationship Management: Engaging the People You’re Already Connected To

Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates

Measurement: Prove you’re moving the needle


BRANDS AS PUBLISHERS

BRANDS AS PUBLISHERSChanging Roles and Relationships





Social technology allows people to talk about brands with unprecedented speed and volume…


… it also empowers brands to tap into the passions and needs of an audience

Winning!

“Fastest Time to Reach 1 Million Twitter Followers”

25 hours and 17 minutes



Surprise! You’re a publisher!



BUILDING AND ACTIVATING AN AUDIENCE

BUILDING AND ACTIVATING AN AUDIENCEOn Your Own Platforms


The Internet is a decision engine

When was the last time you clicked on your browserand didn’t know what you were going to do next?

Companies need to provide information users find valuable or they will ignore you.





How do you drive traffic and engagement?





copyright r2integrated, LLC 2009 – confidential and proprietary









Q: What do these companies have that you don’t?

A: A strategy



Identify Your Audience and Goals

Who are you trying to reach? What do you want them to do?

• Persona Analysis

• Search Behavior

• Content Analysis

• Competitor Analysis

• Social Listening Analysis

How do you define success?

• Audit of Current Platforms and Campaigns

• KPIs





Relevant Products

Marketing, PR, Technology? What are the roles Who is managing these communities?

What are the publishing platforms?

Editorial Calendar with Campaigns and Regular Touchpoints

What’s your content?





To be shared, content must have:

• Transactional Value

• Entertainment Value

• Informational Value



Ad

voca

tes

Time

Enga

gem

ent

build

s

Engagement

dissolves

Only investing in

one big campaign.

Loyalty and retention suffer with this approach



Ad

voca

tes

Time

Loyalty and retention positively impacted on a daily, weekly, monthly basis



Marketing the campaigns

• Email

• Social networks

• Earned media

• Paid media

• Social CRM

HARNESSING THE POWER OF INFLUENCESocial Bridging


RazorfishLiminal Study, 2011

HARNESSING THE POWER OF INFLUENCE


93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.





COIOwned

Properties

Content



ID, activate, and engage with the key battlegrounds

that we do not own and control

Build brand love and content amplification in the places

customers expect you to be

Attract and EngageSocial CRM: Acquire and

Advocate

Integrate

The scalability of social media relies on sharing



Social bridging





Identify the Communities of Interest



What are the access points, content, platform assets and conversations where we can engage?

Insights and Recommendations for activation and engagement

Plan deployed across channels (transactional and conversational)

Test, learn, listen and optimize

Programmatically Activating People, Places and Content


Provides Value (15%) Twitalyzer (score = percentile)Content Score

Popularity (15%) Compete Unique Visitors Inbound Links Alexa Rank

Influence/Effectiveness of each (15%) Klout Influence Score Website Grader Page Rank Engagement/Discussion (15%) Comments (last 20 posts) Google Buzz Count TweetMeme

On Target (20%) Audience Score (1-10) Content Relevance (% last 30 posts)

Distribution (20%) MembersSubscribersFollowers

Identify COIs

Research Methodology

• Determine candidate pool

• Prioritize based on traffic

and relevance

• Score








What communities could you engage?

MOVING THE NEEDLE

MOVING THE NEEDLEMeasuring your efforts


Scoring on Awareness, Engagement, Acquisition


MOVING THE NEEDLE


MOVING THE NEEDLE

SOCIAL SCORECARD

Questions?


Koi pond: fluorineneon.blogspot.comMegaphone: seedmagazine.comSocial media woman: butterflypublisher.com/Cocktail party: mastconfex.comGuinness Book of World Records logo : britwriters.co.ukCharlie Sheen: mashable.comGroup: news.sciencemag.orgWhitepaper: daneblogger.comCoupon: livingsocial.comCat: incanhascheezburger.comFoodtruck: stuffnearames.pbworks.com

Contact Me:

Leigh George, PhD, Senior Digital Marketing Strategist

[email protected]

410.327.0007 x 1211

http://www.linkedin.com/in/leighgeorge

@leighgeorge

mailto:[email protected]

http://www.linkedin.com/in/leighgeorge